PR News’ Nonprofit PR Council members weigh in on their most pressing challenges, including managing resources for social media outreach and, especially, measuring the results of their communications efforts.

Data from PeopleBrowsr (exclusive to PR News) shows that although there was a jump in negative social media comments about Southwest Airlines in the wake of its plane’s fuselage crack, most comments by far were neutral.

Don’t wait until a nasty online post takes a bite out of your brand. Be proactive by creating and posting compelling content on varying domain names that will overwhelm the negative and accentuate the positive.

Looking to deflect criticism that it’s member companies were contributing to child obesity, the American Beverage Association launched a massive initiative that reduced calories in drinks shipped to schools by nearly 90%.